Taiwan Beer / A Swarm of Beers
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Taiwanese beer launches honey flavour using bee drones
Taiwan Beer is bringing a new honey beer to the masses - and delivering it to a lucky few using drones.
Office workers in Taipei could summon The Bee Drones, created with Wunderman Taiwan, to their workplace by entering the address in a dedicated website. The bee-like machines then made their way to the workers, fully stocked with samples of the new honey-infused brew.
Though the drones only made it to a select number of buildings, the brand used Google Street View to superimpose bees onto images of all the entrants' workplaces. The resulting snaps could be shared on social media.
The brand also held blind-tasting events in the city centre, leaving unbranded sample cans for people to try. QR codes on the packages led to the campaign site where tasters could find out more.
Results / The agency reports that, in two weeks, over 106,000people visited the site and around 15,000 people signed up for the drone delivery service within just 10 days. The beer went out of stock three days before its official launch and sales of Honey Beer were four times that of previous Taiwan Beer launches.
Contagious Insight /
The sweet taste of success / Drones may not be so special any more, but they still create an eye-catching spectacle. In the case of TaiwanBeer, the bee drones are the perfect way to make launching a new variety of beer far more interesting, creating a visual that’s prime for posting to Instagram. The campaign also manages to retain an utterly obvious link to the product, something that’s been missing from similar efforts, notably Japanese beer brand Kirin’s wacky use of pigeon drones to launch an organic ale.
Driving buzz / The campaign is PR-perfect, helping the brand to attract buzz far beyond just the people being visited by a bee. It’s particularly impressive for a beer retailer, given the highly saturated alcohol market and also the stringent regulations around alcohol advertising that hinder booze-centric campaigns from hitting the headlines.
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